1Section 1: Conversion Tracking
1.1 Primary Conversion Setup
Critical Question: Is the account using proper conversion tracking with transaction ID, revenue, and product-level data?
Recommended Setup:
- Native Google Ads purchase tag (preferred) OR
- Shopify Google/YouTube app integration
- NOT GA4 import as primary
Why Native Tags Outperform GA4:
- 10-15% more attribution to Google Ads
- Better alignment with Google's bidding algorithms
- More accurate ROAS reporting
Best Practice: Use native Google Ads tag as primary, link GA4 for comparison (set to secondary). Consider server-side tracking for accounts spending $20K+/month.
1.2 Product ID Parameter
Critical for: Dynamic remarketing showing the correct products
How to Verify:
- Navigate to Tools → Data Manager
- Select Google tag → View Stats
- Check for "product" or "product_id" parameter hits
If Missing: Dynamic ads will show random products instead of products users actually viewed.
1.3 Attribution Settings
- Data-Driven Attribution: Should be enabled for all purchase conversions
- Auto-Tagging: Must be enabled in Account Settings
| Business Type | Recommended Conversion Window |
|---|---|
| Impulse purchases | 7-30 days |
| Considered purchases | 30-60 days |
| Long sales cycles | 60-90 days |
2Section 2: Campaign Structure Audit
2.1 Performance Max Structure
Check for:
- ☐ Asset groups properly segmented by product category
- ☐ Brand exclusions enabled to protect brand campaigns
- ☐ New customer acquisition settings configured
- ☐ Audience signals added for each asset group
- ☐ Product feed optimization (titles, descriptions, images)
2.2 Shopping Campaign Structure
| Check Item | What to Look For |
|---|---|
| Product segmentation | Top performers in separate campaigns with higher bids |
| Negative keywords | Brand terms excluded if running separate brand campaign |
| Bid strategy | Target ROAS or Maximize Conversion Value with sufficient data |
| Priority settings | Low priority for catch-all, high priority for key products |
2.3 Search Campaign Structure
- ☐ Brand and non-brand campaigns separated
- ☐ Display network disabled in Search campaigns
- ☐ Location targeting set to "Presence only"
- ☐ Match types appropriate for conversion volume
- ☐ Negative keyword lists applied across campaigns
2.4 Data Fragmentation Check
Warning Signs:
- 15+ campaigns splitting limited budget
- Campaigns with fewer than 15 conversions/month
- Duplicate targeting across campaigns
- Overlapping keywords cannibalizing each other
3Section 3: Product Feed Audit
3.1 Title Optimization
Best Practice Formula: Brand + Product Type + Key Attributes (Size/Color/Material)
| Before | After |
|---|---|
| Blue Running Shoes | Nike Air Max 270 Men's Running Shoes - Navy Blue Size 10 |
| Wireless Headphones | Sony WH-1000XM5 Wireless Noise Canceling Headphones Black |
3.2 Product Description Check
- ☐ Includes primary and secondary keywords
- ☐ Features benefits, not just specifications
- ☐ No promotional language (Google disapproves)
- ☐ Accurate sizing/variant information
3.3 Image Quality
- ☐ High resolution (at least 800x800 pixels)
- ☐ White or neutral background for main image
- ☐ Multiple images per product (lifestyle + detail)
- ☐ No watermarks or promotional overlays
3.4 Product Categories
- ☐ Google Product Category correctly assigned
- ☐ Custom labels for internal segmentation
- ☐ Product types aligned with site navigation
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4Section 4: Audience Strategy Audit
4.1 Remarketing Setup
- ☐ Dynamic remarketing tag properly installed
- ☐ Product ID parameter passing correctly
- ☐ Audience lists building (check membership count)
- ☐ Customer list uploaded for Customer Match
4.2 Audience Segmentation
| Audience Segment | Recommended Strategy |
|---|---|
| Cart abandoners (0-7 days) | High priority, aggressive bidding |
| Product viewers (0-30 days) | Medium priority, moderate bids |
| Past purchasers (30-180 days) | Cross-sell/upsell campaigns |
| High-value customers | VIP treatment, exclusive offers |
4.3 Customer Match Utilization
- ☐ Customer email list uploaded
- ☐ Match rate verified (30-70% typical)
- ☐ Similar audiences enabled
- ☐ Exclusion lists for recent purchasers
5Section 5: Bidding and Budget Audit
5.1 Bidding Strategy Assessment
| Conversion Volume | Recommended Strategy |
|---|---|
| <15 conversions/month | Maximize Clicks or Manual CPC |
| 15-50 conversions/month | Maximize Conversions |
| 50+ conversions/month | Target ROAS or Target CPA |
5.2 ROAS Target Verification
- ☐ Target ROAS aligned with margin requirements
- ☐ Not so aggressive it limits spend
- ☐ Historical ROAS achievable (within 20%)
5.3 Budget Allocation Check
- ☐ Top-performing campaigns not budget-limited
- ☐ Low-performers not consuming disproportionate budget
- ☐ Brand campaigns receiving appropriate (usually small) allocation
- ☐ Seasonal adjustments planned and implemented
5.4 Lost Impression Share
Check in campaign metrics:
- Lost IS (Budget): >20% means increase budget
- Lost IS (Rank): >30% means improve ads/bids
6Complete Audit Checklist
Quick Reference Checklist
Conversion Tracking
- ☐ Native Google Ads purchase tag as primary
- ☐ Product ID parameter working
- ☐ Data-driven attribution enabled
- ☐ Auto-tagging enabled
- ☐ Appropriate conversion windows
Campaign Structure
- ☐ Brand vs. non-brand separated
- ☐ Display network disabled in Search
- ☐ Location = "Presence only"
- ☐ No excessive campaign fragmentation
Product Feed
- ☐ Optimized titles with keywords
- ☐ High-quality images
- ☐ Accurate product categories
- ☐ Custom labels for segmentation
Audiences
- ☐ Remarketing tags installed
- ☐ Customer lists uploaded
- ☐ Audience segments created
- ☐ Recent purchaser exclusions
Bidding & Budget
- ☐ Strategy matches conversion volume
- ☐ ROAS targets achievable
- ☐ No excessive budget limitation
- ☐ Top performers properly funded